Getting Client References 

When starting out in a new business venture, it’s perhaps tempting to place adverts in all available media in a feverish attempt to get noticed. While well-chosen advertising can be useful, don’t overlook more straightforward (and cheaper) avenues first. The power of word of mouth is not to be underestimated; the people you want to reach will be more easily swayed by the approval of someone they know or by reading a concrete testimonial than by glossy advertising copy.

Clients are more likely to talk to their friends about bad service than good, so don’t take it for granted that the good news about your client handling will spread by itself. One way to accelerate the potential of personal recommendations is to obtain references from satisfied clients. Be proactive about this: don’t wait for your inbox to fill with useable client testimonials (most will probably think a quick ‘thank you’ over the phone is sufficient). Consider sending out a feedback form (whether by post or email) addressing the good features of your service, your client handling skills, areas for improvement and any other points you want clarified.

Strategic referencing. Once you’ve obtained some glowing reports, use them wisely. Look for concise quotes that convey exactly what sets your business apart and use these on materials such as posters, flyers your website homepage.

Longer assessments of your work (the positive comments!) can be showcased on a separate page on your website. Try to demonstrate a variety of positive features of your business conveyed by a diverse selection of respected clients.

Make sure your clients are happy to be quoted by name and company before attributing recommendations to them; if not, use the quotes and attribute them to the position of the person giving the quote (e.g. company director) and the market sector in which they operate.

Finally, a ‘recommend a friend’ scheme can be a good way to further your base of contacts. Encourage clients to put suitable friends or business associates in touch with you, and incentivise this with a cash sum or prize (such as a bottle of champagne) if you take on a project from their contact.

Content by:    

• Made Simple Group